Cadbury’s and Fallon get it Right Again
June 10, 2010
Ok, so this is not technically a PR story but as we all know advertising and PR go hand in hand within the marketing mix and I couldn’t resist mentioning the great new advert that I saw last night for Cadbury’s Flake. Over the last few years Cadbury’s have redefined the generic rules of advertising, as TBWA\ would call it ‘Disruption’, with the drum-playing, Phil-Collins-imitating gorilla. Cadbury’s branded their advertising ‘A Glass And A Half Full Productions’ when they teamed up with advertising giants Fallon to create what has become an advert synonymous with the Cadbury’s brand. Then last night I saw the latest Cadbury advert for the Flake which has seen the previously iconic British brand (they are now owned by American confectionary giants Kraft) in a new £3.5 million advertising and PR push to educate the consumer on the ‘beauty and delicacy’ of the Flake. This advert is also by Fallon, presumably after the success that they created with the gorilla. I don’t think that this new advert breaks the same boundaries as the gorilla but it is a beautiful advert which makes you stop what you are doing and watch it.
Sex and the City PR Campaign
June 7, 2010
Over the last few months the PR campaign for the eagerly awaited second Sex and the City film has gone into over load. You have not been able to pick up a magazine or turn on the TV without being bombarded with images and interviews from the girls. As expected Sarah Jessica Parker has been on the front of all the women’s magazine talking about the film but of course not giving anything away about the plot – all the actors involved in the film have apparently signed an agreement that if anyone discloses any information to the press about the film they will be sued for millions of dollars. All the exposure in the press from the 4 leading ladies has built up the momentum for the film. All the girls I know have already seen the film (me included) and those who haven’t are planning on going this week, this is the tried and tested way to PR a film.
Surveys, Surveys, Surveys!!
June 4, 2010
One of the best ways in PR to convey a media story is to provide the journalist with statistics from a survey. It is always best to get the survey done by an independent party such as 72 Point who I have used regularly. However, if your client doesn’t have the budget then it can always be done in house but just be aware that the journalist may view the statistics as bias and they may chose to not run with the story. When a survey story works well it can really make a significant impact on the countries media. For example a survey story out today by insurance company LV has revealed that one in 3 British Airways passengers have had their luggage lost, damaged, or delayed within the past five years. Sending a survey story to the Press Association has worked really well for me in the past where they put it out on their wire and as a result it was picked up by local and national press.
The film premiere – heaven or hell for PR?
June 3, 2010
A film premiere is both heaven and hell for a fashion PR (I should know, I used to be one). You need to ensure that your dress is seen on the right people, received well by the critics and that the photographs appear in all the right publications. If a premiere goes well it can make an otherwise unknown brand a must-have label over night. However, a premiere can also be a PR’s worse nightmare as it can quite literally mean the end for a successful brand. You need to ensure that your dress is not worn by the wrong celebrity, nobody wants to see a Z-list celebrity on the red carpet in their client’s creation or even worse that the dress is worn by a different celebrity to the same premiere and that it looks better on them. My advice for a premiere is to ensure that you secure the only dress and that the brand you have borrowed it from sign an agreement that they will not lend it out to any other celebrities until your client has worn it.
British Airways Strikes – no such thing as bad publicity?
June 2, 2010
It’s the old cliché that in PR there is no such thing as bad publicity – just look at how Kate Moss bounced back more famous and with even more couture brands demanding her name since she was pictured snorting cocaine, clearly she knows the power that any type publicity can bring.
However the same can’t be said for the iconic British airline, British Airways. Since their cabin crew announced that they would be striking, initially over the Easter break and more recently over the summer holiday season, people’s trust in this iconic brand has slipped terribly, not to mention the share prices have also dropped. This is deemed a PR disaster, as potential customer will be very reluctant to book their summer holiday with a company who cannot guarantee that it will even have staff to work. Of course one the back of these strikes, rival brands such as Ryan Air and Easy Jet will be able to pick up the lost British Airways customers. No such thing as bad publicity – try telling that to BA Chief Executive Willie Walsh.
